Samsung brought its latest Galaxy promotion to Las Vegas last week as BTS drew thousands of fans for four sold-out shows on its Arirang World Tour. As part of the “Samsung Galaxy x BTS WORLD TOUR ARIRANG” experience, the company set up six fan activations designed to blend concert culture with the launch of the Galaxy S26 Ultra.
Fans at the Las Vegas event were able to try the phone’s 200-megapixel main camera and 12-megapixel front camera to take BTS-themed photos, mirror selfies and staged concert-style shots. The experience also highlighted the phone’s AI-powered Interpreter feature, which can translate conversations and text in real time, allowing attendees to send messages inspired by the Korean pop group. Samsung framed the activation as a way to let fans more closely connect with the performance and capture memorable moments during the tour.
The Galaxy S26 Ultra is being marketed as a device focused on content creation and sharing. Samsung is promoting features such as Nightography, which automatically adjusts lighting for photos and videos taken in low-light settings, including concerts, and Photo Assist, which uses Galaxy AI to upscale or retouch images and footage. The company is also emphasizing Quick Share, its file-sharing tool, which now works with Apple AirDrop, expanding cross-platform compatibility.
In a statement, Samsung said the BTS-themed activation is intended to reimagine the concert experience by helping audiences engage with artists in more immersive ways. The company also said the Galaxy S26 Ultra camera is meant to help fans capture live performances and relive them later through photos and video shared across their everyday lives.
The Las Vegas stop is the latest chapter in Samsung’s ongoing partnership with BTS. The group previously appeared in campaigns for Samsung Galaxy Earbuds and Galaxy Z foldable devices. The current “Samsung Galaxy x BTS World Tour” campaign began in Seoul in March, with a U.S. debut activation in Stanford, California earlier this month. Samsung says the partnership will continue at select tour dates through 2027.
